São Paulo – Jordanian company Nafeeseh Sweets intends to expand exports and enter new markets, particularly Latin America, where Brazil stands out, in addition to African countries it still does not serve. The company exhibited at the supermarket sector APAS Show, which took place in May in São Paulo.
Nafeeseh Sweets was founded in 2012, starting with a factory and two points of sale in Jordan. Currently, it has three plants and twelve branches within the country of origin, in addition to operations in Saudi Arabia, Qatar, Kuwait, Iraq, and Palestine, with a total of 21 points of sale in the Middle East.
According to the Marketing director of Nafeeseh Sweets, Ahmad-Farouk Kudmani (pictured above), the company exports around 40% of its production to several international markets, with distributors in Europe, the United States, Canada, and the Middle East. Exports started in 2014, two years after the foundation.
The Levant region, where Jordan is located, has been known since the 18th century for producing Arab sweets with an authentic Levantine flavor, smoothness, and world-class quality. Nafeeseh Sweets offers a wide variety of sweets. Some are made with pistachios and cashew nuts; others are filled with cream and the exclusive Arab cheese. The company also produces maamoul, dates, oriental sweets, biscuits, and cookies.
“We participated for the first time in APAS Show 2023 to learn about the Brazilian market and consumer needs. The company seeks to increase the number of countries served with its products, mainly in Latin American markets, especially Brazil and some African countries,” said Kudmani.
He pointed out Nafeeseh Sweets’ products were well received by APAS Show visitors, especially as they are unique to the Brazilian consumer’s palate, bringing sweets, sugar, confectionery goods, and gum candies. “The Brazilian consumer is not familiar with this combination and, therefore, there are great opportunities for our products to enter the local market in the coming years,” he said.
Translated by Georgette Merkhan & Elúsio Brasileiro
